Drawing its inspiration from the Danish minimalism in which it is rooted, the label Rains is elegantly redefining the codes of rainwear, turning it into a starting point for a highly desirable wardrobe.
Rains. With this evocative yet strikingly simple name, the brand born in Denmark in 2012 has managed to transform our perception of outerwear, which – due to its technical nature – had up to now been relegated to practical and not particularly attractive considerations. Under the direction of its creative team, rainwear – the reject of ready-to-wear – has become a style opportunity to celebrate the bad weather with high-quality pieces that are just crying out to be worn.
On its launch, Rains revised and corrected the perennial rubber rain poncho, before creating a comprehensive wardrobe of waterproof pieces the following season, including clothing, bags and accessories.
desirable pieces and stores
A skilful blend of rebooted classics and innovative textile solutions, Rains designs look to offer a perfect balance between fashion, trends and utilitarianism. The brand owes this spirit of compromise to its Scandinavian roots, Danish brands being renowned for their sophisticated minimalist aesthetic, which easily adapts to pragmatic considerations imposed by weather constraints. What’s more, this specific cultural trait has allowed Rains to rapidly conquer the four corners of the world.
Boasting concept stores in New York, London, Paris and – of course – Copenhagen, the brand applies the same artistic principles to its stores as its clothes. On the menu: streamlined, luminous designs that make the spaces a pleasure to visit. It’s enough to make us (really) want to buy some new rainwear.